Product differentiation in the travel business is an ongoing challenge for those marketing existing products and even more so for those launching new ones and trying to get their heads above the noise.

A couple weeks back I attended a function aboard the superb 10-passenger charter vessel, MV Platinum. The premise for my attendance was the announcement of new "adventure cruising" and "eco cruising" itineraries aboard this sparkling new vessel.

MV Platinum
First and foremost, the 38-metre MV Platinum is like no other vessel offering adventure cruise itineraries - it's lavish, exclusive and oh-so-posh.

Immediately I'm thinking about visiting royalty and ubercelebs chartering this vessel for a week or so between coronations or Academy Awards; I see flowing evening gowns, balmy moonlit nights and lots of champagne.

So where does this lovely boat fit in with chunky ex-Russian spy vessels and expedition yachts? To be honest, I'm not sure. Platinum's idea of eco-cruising is white sandy beaches, a spot of snorkelling, gourmet meals, relaxation and hand-and-foot pampering.

Five-day itineraries between the Gold Coast and Whitsundays run at around $800 per person per day - fractionally more expensive than our regulars in this market, but without the included excursions.

If you're planning a honeymoon or get-away-from-it-all break, this would be hard to beat, but adventure-seekers might find themselves left to their own devices. Where are the kayaks and scuba tanks? BYO, I imagine.

Fantasea Ammari
The 32-cabin Fantasea Ammari struggled throughout 2008 with itineraries in the Whitsundays and was eventually withdrawn back to Brisbane last October.

The Ammari is a perfectly capable vessel, more in line with regular adventure yachts like Coral Princess' Oceanic Discoverer and Captain Cook's Reef Escape. Her so-called 'adventure cruises' were more leisure-orientated.

"I see her as a sort of floating beach house," said Fantasea Cruises patriarch Hume Campbell at the time of the vessel's relaunch, "somewhere where guests can slow down quickly and relax."

If Fantasea's experience is anything to go by, there seems to be something missing from the 'kick back' small-ship cruising model, especially in our region. I would argue that in order to apply the 'adventure' or 'expedition' label, a cruise itinerary needs much more than fine wine, marble bathrooms and great scenery.

Luxury is all well and good, but enrichment and the oft-touted 'experiential and transformational' need stirring into the mix too.

Our big-ship brigade seem to have 'laidback' down pat, especially in the $200pp/day price bracket. Have a clear idea of what you want out of your next small-ship cruise and scrutinise itineraries and activities closely. In my mind at least, adventure cruising needs 'adventure'.

To read more about Rod's expeditions, visit our Adventure Cruising section.